FUNDAMENTALS

OF MASS
COMMUNICATION
TOOLS 0F MASS
CMMUNICATI
ON
 INTRODUCTIO
N
 The imparting or exchanging of information on a
large scale to a wide range of people is known as
mass communication

 It is usually understood to relate newspaper, 

magazine, and book publishing, as well as radio, t
elevision and film, even via internet as these
mediums are used for disseminating information, 
news and advertising.
 TRADITIONAL AND FOLK
MEDIA
As we have already studied ,one of the function of
mass media is transfer culture and rituals

Traditional AND folk media is a term used to denote

‘people’s performances’. This term refers to the
performing arts which can be described as the cultural
symbols of the people. Folk dance, rural drama and
musical variety of the village people, all come under
traditional media. Traditional folk media is not just
confined to dance and music, but also includes art and
crafts. Tradi-tional folk media originated as a
consequence of people’s need to express themselves.
 Nautanki is
popular folk
drama form

‘Bihu’ folk
dance
shadow puppetry is
often used to depict
stories from mythology
 Folk Tradition
 Folk forms like dance ,   Traditional folk
music ,drama and media allows
puppetry have provided instant feedback
entertainment and and live interaction
instruction to the rural with the audience
and tribal  The performances
masses.during the are mostly based
independence on the local
struggle ,traditional / language which
folk media helped in make the audience
awakening the spirits of understand and get
the people against inspired .
 ADVERTISING
Advertising, in relation to mass communication, refers
to marketing a product or service in a persuasive manner
Tv
that encourages the audience to buy the product or use the
Media service. Because advertising generally takes place through
some form of mass media  , such as television, studying the
effects and methods of advertising is relevant to the study
of mass communication. Advertising is the paid,
impersonal, one-way marketing of persuasive information
from a sponsor. Through mass communication channels,
the sponsor promotes the adoption of goods, services or
ideas. Advertisers have full control of the message being
sent to their audience
Advertising

Printing press expanded the scope of

advertising

Advertising is differentiated from

public relations in that an advertiser
usually pays for and has control
over the message

 Advertising is an audio or visual form of 

marketing communication that employs an
openly sponsored, non-personal message
to promote or sell a product, service or
idea.
Types of
ADVERTISING

Radio Television Leaflet

Internet Magazine Phone
Newspaper Billboard Celebrity

branding
Lipton tea ad
since 1945
 PUBLIC RELATION
Public relation are the
management function that
identifies , estabilishes and
maintains mutually
beneficial relationship
between origanization
and the various
publics on whom
its success
or failure depents
 Outdoor media
Outdoor advertising is one of the OUTDOO
oldest from of advertising .it
includes posters ,billboards , R
hoarding ,bus bench ,etc
Even a small sign board at the
roadside becomes part of the MEDIA
outdoor media .
Billboards or hoarding are highly
effective in outdoor media .
 1Features
. Co of outdoor media
effe st
ctiv 2.Better
enereachrs
s
l to reach
omse
t i a st
t en cu
. Po 4.Scope
e d for
3 end creativity &
in t
constant
exposure
1. Cost effectiveness; outdoor media is one of
the most cost effective way to promote a bard .
The ad once put in the holding can be kept as
long as the weather deteriorated or till you don’t
have a new holding ,since it is not a recurring
investment like television
2. Better reach ; outdoor ads provide better
reach to target audience as compared to other
advertising vehicles . Becoz the outdoor ads
can not be switched off like television. One can
avoid a television ad by changing the channel
but one cannot avoid an outdoor ad by staying
inside home and not going out
3. Potential to reach intended customers; any
advertising whether home base or outdoor is
successful if it reaches out to the target
audience .out of home as brand promotion is visible
sites such as airports advertising ,mall advertising
ect.
4. Scope for creativity and constant exposure;
advertising is a customer-centric affair and
attracting old/new pool of customers is equally
important for an advertiser to promote his brand or
service. Outdoor ads whether bus or train station
provide constant exposure about the brand to the
Thank
You